The DHC Group and partner Healio Strategic Solutions have jointly conducted two surveys of HCPs and pharma company brand marketers to assess whether the tactics and spend pharma companies invest in are effectively meeting the needs of HCPs who engage with omnichannel models. Both surveys sought to gain a full understanding of the post-pandemic relationship between HCP consumption behaviors and pharma marketing efforts. The HCP-focused survey yielded nearly 1,000 responses from physicians, residents, and PAs across all specialties. The pharma-focused survey yielded responses from 70 pharma executives across 25+, small-to-large-sized companies. This project uses a survey model that will be repeated annually to continuously evaluate the learning behaviors and needs of HCPs and advise pharma companies on the best tactics for reaching HCPs and providing solutions to their pain points.
Some key takeaways on how pharma execs see that playing out include:
And speaking of the field force, results indicate that marketers predict a continued shift from personal to non-personal promotion, with the goal of having the two work together through the help of digital tools. When give the opportunity to explain in their own words, key ideas emerged such as:
“The field force evolved dramatically in the early days of the pandemic…and the past 12 months have been about seeking the “next” normal. They are getting out, pushing transformation, and continuing digital interactions where it makes sense…but getting access to customers is a continuously evolving challenge.”
“Field reps are learning to use other tools to reach their customers rather than traditional face to face. They are learning how to be part of a bigger picture…with many channels not controlled by them. They are learning to follow suggestions generated by home office AI.”